Tullamore D.E.W. is Ireland’s second biggest selling whiskey. It is the original triple distilled, triple blend whiskey, known the world over for its smooth taste and gentle complexity.


While beloved in Europe and the US for its true Irish spirit, international Tullamore D.E.W. positioning and campaigns were not really resonating in the South African market. It lacked foundational, authentic credentials and a reason to believe.


Tullamore D.E.W. is the only Irish whiskey to insist on the ‘Power of Three’ with the three key stages of whiskey making – triple distilled, triple blended, triple cask matured.

Capitalising on this intrinsic brand truth, we created a memorable visual device (the three fingers) and a simple ‘3 x better’ campaign line to give our target market 3 great reasons ask for a Tully.

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